The CarpeCarp Project
Client: The National Carp Control Plan
Year: 2024
Project Brief
As a passionate fisherman and outdoorsman, I have always felt a strong commitment to conservation. The CarpeCarp project was created to raise awareness about the invasive carp species threatening Australian waterways. Introduced in the 1930s, carp have become a major environmental problem, especially in the Murray-Darling Basin, where they now outnumber native fish ten to one. Despite their impact on local ecosystems, public awareness, particularly among younger generations, remains low.
To address this, I aimed to convey the issue in a way that was both engaging and easy to understand. Using cartoons, visual irony and satire, I developed illustrations that gave carp and native fish human traits and placed them in humorous scenarios. These playful visuals shine a light on the disruption carp cause, making a complex issue simple, accessible and memorable, while encouraging a deeper understanding of the threat they pose.
Process
To bring the idea to life, I researched the environmental impact of carp in Australia, exploring how this invasive species disrupts ecosystems, harms native fish populations and affects water quality. This research shaped a design approach that communicated the urgency of the issue with accuracy and impact. I began sketching ideas and testing styles, looking for the right balance of humour and education. My focus was on making complex environmental themes simple and relatable for younger audiences. Through iterative sketches, I created cartoon scenarios that showed the impact of carp through familiar, human behaviours, refining each concept for clarity and visual appeal. The process allowed me to merge science with creativity, building a campaign that makes conservation both engaging and accessible.
Outcomes
The final outcomes for this project included a logo suite, poster series, physical and digital pamphlet, and social media page.
Posters
The posters are loud, playful and impossible to miss. Large bold text shouts the message while detailed illustrations pull the viewer in, rewarding a closer look. Each poster uses vibrant colour and exaggerated features to bring carp and native fish to life in satirical scenes that are equal parts funny and unsettling. The combination of striking typography and intricate imagery makes the work eye catching from a distance and engaging up close, ensuring the audience not only notices the posters but lingers on them.
Pamphlet
The pamphlet turns dense environmental information into something approachable and engaging. Large blocks of text are broken into clear, digestible sections, each paired with detailed illustrations that pull the reader in and reinforce key ideas. Striking visuals sit alongside concise text, creating a rhythm that keeps the content lively instead of overwhelming.
The design is cohesive and deliberate, guiding the reader through the issue step by step. Bold typography, strong colour choices and clean layouts give the pamphlet structure, while the illustrations inject humour and character, showing carp competing with native fish or disrupting habitats. This balance of clarity and playfulness makes the pamphlet both informative and visually compelling, encouraging readers to stay with the content from start to finish.
The social media tiles were designed as a comic book style spread, each one able to stand on its own while also working together as a larger narrative. Bold illustrations and witty captions make the tiles pop in a crowded feed, delivering key messages about carp in a way that is quick, playful and memorable. The comic format adds rhythm and continuity, encouraging viewers to keep swiping while staying entertained and informed.
Each post pairs eye catching visuals with short bursts of text, balancing humour with education. Calls to action and links to more detailed content give the audience easy ways to dig deeper, while the shareable style of the tiles helps the campaign spread beyond the page. The result is a feed that is vibrant, cohesive and full of character, turning conservation awareness into something people actually want to engage with.
